Dole is using a sad teddy bear to raise awareness of child hunger
Campaign by St Luke's highlights the brand's donations to families in need
Editor's Pick
A holiday campaign by Dole Packaged Foods poignantly uses teddy bears to illustrate its point about children going hungry this season.
The 30-second spot, the first global work created for the food company by St Luke's, first shows happy plush teddy bears with rounded bellies sitting in high chairs. But it ends with a noticeably thin teddy bear sitting forlornly on the stairs and the message that one in five children worldwide will go hungry this Christmas.
The campaign, running on online video and social media, is a call to action to Dole's donation campaign for families in need; viewers are encouraged to make a monetary contribution via Save the Children. In addition, Dole Packaged Foods will also support families in the U.K. with product donations to charities FareShare and St. Mungo’s.
“Through a universal childhood icon — the teddy bear — we are living our purpose, raising awareness about the affordability and accessibility of proper nutrition and helping those in need today,“ said Isabelle Spindler-Jacobs, managing director, Europe, Dole Packaged Foods. “Through the Dole Promise and these tangible actions, we are taking steps toward systemic change on these issues critical to our future.”
Credits
- Date
- Dec 09, 2020
- Client :
- Dole Packaged Foods
- Agency :
- St. Lukes
- Executive Creative Director :
- Richard Denney
- Creative :
- Howard Green
- Creative :
- Darren O’Beirne
- Creative :
- Philip Meyler
- Creative :
- Darren Keff
- Agency Producer :
- Andrew Thorne
- Agency Producer :
- Roy Hyndman
- Managing Director :
- Ed Palmer
- Chief Strategy Officer :
- Dan Hulse
- Account Director :
- Rob Evans
- Agency Planner :
- Tara Ellis
- Production Agency :
- Tag Collective Arts
- Business Director :
- Tom Bird
- Media :
- Spark Foundry
- Media :
- High
- Media :
- Wide
- Media :
- Handsome Panther
- Film Director :
- Amy Becker Burnett
- Producer :
- James McLaughlin
- Director of Photography :
- Joe Douglas
- Editor :
- Pete Hills
- Post Producer :
- Andy Salem
- Post Producer :
- Andy Salem
- Post Producer :
- Nick Foote
- Colorist :
- Jonny Tully
- Sound Engineer :
- Scott Little
- Music :
- Bird Brain
- Music Producer :
- Jake Buckley
- Composer :
- Frederico Solazzo
- Senior Project Manager :
- Ridhi Amin
- Digital Director :
- Sena Verdi
- Senior Designer :
- Rachael Nichols
- Senior Developer :
- Konrad Pichalski
- Production Company :
- Taylor James Interactive
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